Landing page design and performance advertising launch for car dealers

Solution

This case describes our interaction with several clients from the official car sales sector in Ukraine, ŠKODA and Mitsubishi dealers. For each dealer, we developed new websites, set up conversion tracking, integrated with CRM, enabled dynamic tracking, and over the course of several years improved advertising performance based on the sales department’s reports on the quality of enquiries by channel and campaign.

For the ŠKODA showroom in Poltava we developed a branding landing page from scratch using the brandbook received from the importer. We made 2 variants of design in dark and light colours. Everyone liked the dark version better, but the importer said that despite the colours matching the brandbook, the dark background was not suitable according to their guidelines.

We hid all information with full characteristics on google docs, left only basic 5 parameters and photos of the car from different angles. Formed a seasonal campaign ‘with a boot of gifts for the new year’, offered test drive at once on 2 tracks to choose from.

Website

We decided to opt for a one-page landing page, which would lead all actions on the site to the main conversions – calls or online leads. We also placed a chat widget on the site so that you could chat with a consultant.

We developed an admin panel on the site to change promotions, the slider on the first screen and the range of models and descriptions of models that are now on sale. The site turned out to be relatively lightweight and with a conversion rate of >4%.

Also on the site we added blocks about additional services provided by the dealer.



In the case of the ŠKODA dealer in Kremenchug, we went the same way, as we already had statistics that the website was working well and that there were a lot of leads. We adapted the design, changed the promotions and model range together with the client, and adjusted everything technically to launch advertising in his region.



When we started to set up advertising, we encountered certain nuances of geo-targeting. Each of the dealers served a certain region, which could not be selected simply by the regions of Ukraine. Therefore, we made a map with radii, approved the radii with each dealer and only then launched advertising of the second point in Kremenchug in order not to compete on search queries with each other and for people to see relevant advertising of the car dealer that serves their region.

https://skoda-diler.com.ua/



https://diler-skoda.com.ua/



We collected keywords for all models, worked through the list of minus words, especially those related to the purchase of spare parts, models of past years, which are not on sale, used cars, etc.

As a result, we got the following groups of keywords: brand, buy, credit, competitors.



Brand queries are searched for almost everything, car dealerships, photos, videos and reviews, but the cost of visiting these queries is low and competitors, other car brands, are advertised, so we have to leave them in advertising.

Geo-keywords with the indication of the city are the hottest, people are already looking for the address of the salon, they want to come, but there are few such queries. Even fewer search queries for credit, but the service is marginal, so in both cases we stick to the strategy of being at the top of the search results at any price.

Also, for each ŠKODA model we worked out a list of competitor brands together with the client and made a grid of ŠKODA VS competitor models. We tried to describe the UTP of each ŠKODA model in comparison with its competitors from other brands and launched advertising. The results of advertising on competitors are small, as the cost of visits is high, but we keep this campaign active on a minimum budget.



And of course the group of phrases with the words buy, price, etc. This is the most popular group of words, it has the most conversions, enquiries, it is the main campaign that gives conversions.

We also launched media campaigns of all available types: banner, discovery (banners in Gmail/YouTube), YouTube video and Maximum Performance.

At first manually set up campaigns worked better, but every year the type of smart campaign Maximum Performance showed better results, also the advertising cabinet was gaining more and more statistics and in the end we stopped manual media campaigns and left only PMax which combines all possible inventory for advertising in Google eco system.

A separate part of the work was segments such as:

1. Analysis of competitors and dealers in other cities.
2. Compilation of UTP and promotions.
3. Selecting and setting up a CRM system.
4. Setting up remarketing.
5. Monthly updating of all banners and text adverts.

The maximum result of our work was getting 300 leads per month from each dealer’s website separately at an average price of $2 per lead.

Mitsubishi

After the successful launch of advertising for ŠKODA, we started to create a website for a Mitsubishi dealer in Poltava. However, here we decided with the client that the model range does not change so often and that we want to reveal all the advantages of each model, so we got a multi-page corporate website, with blocks of UTP and separate pages for each model of the brand.



The site also features a main slider with promotions that can be changed in the admin panel. Chat widget, dynamic call tracking, integration of leads and their sources with CRM.



At the same time, each model has a whole page with a description, photos, video reviews and all the necessary information to make a purchasing decision.

In the case of Mitsubishi we followed the same algorithm as with ŠKODA, but unfortunately Mitsubishi models on sale are in less demand, the target audience for these cars is smaller, so we averaged 150 hits per month for this brand as a whole at an average price of $4 per hit.

If you have a project in auto niche, contact us! We will be glad to help you with website creation, launching search advertising, SMM and offline promotion. And for competent analysis of the results, we will help you with analytics and CRM integration 😉